All Articles Tagged "ethnic advertising"
What’s Behind Black Preference for Bottled Water
(Forbes) — Research has shown that minorities consume bottled water more often than white Americans, and spend a greater proportion of their income (about 1%, compared to the 0.4% white Americans dole out) on this superfluous commodity every year. A recent study in the Archives of Pediatric Adolescent Medicine confirmed this trend – finding that Latino and black parents were three times more likely to sate their children’s thirst with bottled water, compared with white parents. What sets this study apart from previous ones, is that it pinpoints the reasons why minority parents perceive bottled water to be superior, and thus a necessary expense. They genuinely believe it to be cleaner, safer, healthier, and more convenient than the stuff that pours out of the spigot (virtually) gratis. Health experts and tap water advocates heartily disagree and will produce reams of data revealing tap water to be pure, healthful, and entirely sanitary.
Is Cross-Cultural an Industry Breakthrough or Threat to Ethnic Shops?
(AdAge.com) — One of the latest buzz words to enter the marketing lexicon is “cross-cultural.” It paints an idealistic picture of a color-blind society, one in which consumers’ similarities outweigh their differences regardless of ethnic groups. Whereas multicultural means multiple executions — often from multiple shops — wouldn’t it be simpler to find one truth that reaches across culture? It’s a valid question, but critics at multicultural agencies and ethnic shops are quick to point out that the question — and the concept — seems to be coming from general-market agencies moving into their territory.
What Companies Get Wrong When Marketing to Minorities
(Businessweek) — Karen E. Klein: What do you see U.S. companies doing in terms of marketing to African American, Hispanic, Asian American, and Native American consumers?
Ricardo De La Blanca Brigati: You would think that aggressively targeting these changing American consumers would be priority one for business. But unfortunately many make little effort beyond replacing a Caucasian spokesperson with a minority. Another thing I see in multicultural marketing is focusing on helping poor people in sad situations. It is shocking. When I see an image of someone in a Hispanic marketing campaign, the people are not really good-looking. Why would you show an image of a person that no one wants to look like or be?
McDonald’s Draws Ethnic Flavor Into Menus, Ads to Drive Sales
(Bloomberg) — The music industry has long sold black culture to white Americans. Now McDonald’s Corp. is doing much the same. It’s taking cues from blacks, Hispanics and Asians to develop menus and advertising, in an effort to encourage middle-class whites to buy smoothies and snack wraps as avidly as they consume hip-hop and rock ‘n’ roll. “The ethnic consumer tends to set trends,” says Neil Golden, McDonald’s U.S. chief marketing officer. “So they help set the tone for how we enter the marketplace.”
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